Holly Willoughby came out on top in the Top 99 Most Desirable Women of 2013 list (Picture: Getty)

Holly Willoughby has seen off competition from the likes of Hunger Games star Jennifer Lawrence, Cheryl Cole and Rihanna to be named the world’s most desirable woman of 2013.

The 31-year-old TV presenter came out on top in the UK’s Top 99 Most Desirable Women list after 175,000 British men aged 18-40 were polled by AskMen.com.

Hunger Games star Jennifer Lawrence bagged second place (Picture: Reuters)

AskMen readers nominated the pretty mum-of-two, who scooped over 10 per cent of the total votes, as their ideal woman after taking into consideration character, intelligence, talent, sense of humour, 2012 achievements and potential in 2013.

Charlie Parrish, Editor of AskMen UK, thinks the results go to show men’s tastes are changing.

He said: ‘Holly beats a raft of Hollywood and supermodel “favourites” you might have traditionally seen topping polls such as ours and it’s incredibly interesting to see how men and their tastes are evolving.

‘Holly’s a successful, charming, beautiful mother and professional woman. She’s a woman who men want to be with and women want to befriend.’